Digital marketing specialists and departments often fall into a default of operating within silos. This can cause inefficiencies and hamper your performance opportunities. Holly's talk will focus on how you can integrate your digital marketing campaigns across search and social from a paid and organic perspective. You will get actionable tips that you can start implementing across your in-house and agency teams today.

1. February 2024
Search, social and beyond
Holly Kelly

2. Who am I?
Holly Kelly
Head of Paid Media
holly@anicca.co.uk
9+ years'
experience
Paid search
specialist
Find me on
LinkedIn

6. Inefficient use of time
through duplicating
tasks

7. Stagnating results
through a lack of
channel collaboration

8. Missed learnings
through a lack of data
sharing

11. Identify valuable
keywords, share data,
de-duplicate the task
and achieve better
visibility

12. Share paid, organic
and website searches
to identify and cater
better to user intent

13. Use paid ads to
identify high
performing and
engaged audiences

14. Identify high
performing
audiences
Use audience insights
from Bing (Microsoft Ads)
to guide LinkedIn
targeting

15. Use remarketing to
close the funnel and
align messaging
across channels

16. Understand the terms
pages are optimised
for and improve
quality scores

17. Get first-hand insight
from Google using the
URL function in Keyword
Planner to see how it
reads your pages

18. Learn what
messaging resonates
quicker through using
paid ads

19. AI ad
generation
Understand what
messaging Google
expects to see to
guide both organic
and paid messaging

20. Test website changes
to landing pages
through paid ads,
before adjusting the
main site pages

21. Uncover new trends
and achieve better
budget optimisation
from multi-channel
data analysis

23. Share insights and research
Improve efficiencies by sharing data
insights, learnings and initial research

24. Share insights and research
Improve efficiencies by sharing data
insights, learnings and initial research
Expedite testing
Use paid ads to speed up testing and
get faster learning for messaging and
pages

25. Share insights and research
Improve efficiencies by sharing data
insights, learnings and initial research
Expedite testing
Use paid ads to speed up testing and
get faster learning for messaging and
pages
Improve results
Get more visibility, traffic and
conversions